The goal of any good crisis-communications plan is to find the balance between being authentic and taking responsibility if appropriate, and not being seen as the perpetrator of the crisis.
The press release, the seminal tool of PR, has been competing in a jungle of media noise, and only those releases that are well written and creative enough make it through the canopy.
Whether it’s the mayor of a city or the president of a corporation, it’s crucial that the leader of the organization play a prominent role during a time of crisis.
Being a part of a global PR agency is a double-edged sword for a young professional: It is both freeing and intimidating. The career possibilities are endless and therein lies the dilemma.